 |
XChateau Wine PodcastAuthor: Robert Vernick, Peter Yeung
A podcast delivering wine perspectives ex-chateau. Insights, analysis, and perspectives on news and trends in the wine industry beyond winemaking, such as marketing, finance, and consumer trends. From noted wine blogger Robert Vernick (@wineterroir) and leading wine business consultant and author of Luxury Wine Marketing Peter Yeung (@winebizguy), this podcast navigates the business of wine with unique perspectives and insights. Hosted on Acast. See acast.com/privacy for more information. Language: en Genres: Arts, Business, Food, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
Listen Now...
How Young Consumers Embrace Fine Wine w/ Pauline Vicard, ARENI
Episode 215
Tuesday, 31 March, 2026
It was long assumed that a love of wine runs in the family. Not so, according to new research conducted by ARENI Global on how young consumers get into fine wine. Pauline Vicard, Executive Director of ARENI, gets into the findings of their new study titled “The New Fine Wine Consumer - How People Under 40 Embrace Fine Wine.” From the shrinking middle class to the motivations of wine collectors to what drives women to embrace fine wine, the research and this conversation are chalk full of insights into how wine can attract the next generation of wine lovers. Detailed Show Notes: Fine wine trends (March 2026)A trend towards more collaboration and consolidationEntering the age of precision distribution, after precision winemaking and viticultureShrinking middle class is shrinking the middle sector of wineSome retailers in the UK doing well by changing delivery policy (e.g. - free next day delivery at 1 bottle, new events relevant for new consumers)New ARENI Study: The New Fine Wine Consumer - How People Under 40 Embrace Fine WineStudied several major markets: Paris, London, NYC, Singapore, Shanghai, & Hong KongResearch process: expert led roundtables, questionnaires, & interviews / focus groups with consumers and tradeDid focus groups in Paris & London of wine student groups (e.g. - LSE, Kings College); LSE’s group is 600 members and do 50 events/year with a £400 budget and 50 students attending each oneStudy key insightsPool of fine wine drinkers is shrinking; demographics driven (less young people, wealth concentrating)Routes that create fine wine consumers (e.g. - tech and banking) are replacing internships w/ AIResults very similar across markets (a surprise)It’s friends, not family that drive wine interestComplexity of what’s not understood and the pursuit of knowledge being worthy and fun drives wine interestVisibility and ease of access to wine are importantRestaurants are still important, but the high cost is an issueCollectors are different from buyersCollectors have a reward system (e.g. - dopamine) from the chaseEveryone has a genetic disposition to collect, but activated in 30-35% of the US populationCollecting makes people overbuy, which requires a secondary marketReducing prices after en primeur can erode the trust in the reason to collectThe French have a negative association with being a collectorYoung people often spend ~10-15 hrs/week searching and researching wine when they are collectorsDifferences are bigger between genders than nationality; wine collectors defined when 26-35, when women often start a family or build their career and don’t have the time to collectOnly men reported a benefit from wine knowledge at workEvents are a good way to test if people can be engaged with the brandCollectors learn about producers not regions (Asia different because certifications are important); want to know which producers, why they are important, and where they can be purchasedTo trade up in wine, their community needs to trade up with themNeed to sell a community to drink with, not just the winesWomen historically have less propensity to become collectorsOften have less access to money and drink 3-4x less than menSimilar at the beginning (44% of <25 year olds engaged in wine, goes down to 7% around 40); it’s not an interest problem, it’s a conversion problemWomen overindex in education, events, and the importance of communityThey never ask for a female only space, they don’t mind age or gender, but need to share interests (e.g. - similar spending power and interests)Successful events have thoughtful placement to create connections b/w people, including to be seen by interesting people; requires knowing all the people who comeNext for ARENI: restaurants business models and consumer expectations for fine wine and an update on US distribution Hosted on Acast. See acast.com/privacy for more information.
